Consumers don’t look at and respond to brands in the same way as marketers. They seldom openly articulate a brand’s importance in their daily lives. But if you ask them in the right way about their thoughts, feelings and associations with the products they buy, the response can be surprising.
Research confirms what marketers have always suspected–most consumers shop on auto-pilot—and breaking through the clutter of habitual pathways is a never-ending challenge. Store observation is key to shopper research, as ‘what shoppers say’ is not always ‘what shoppers do’. In-store decisions are largely physiological: shoppers honestly don’t know how and why they made decisions, rather, it is driven by what they see in their trips down the aisle.
What we measure
Nielsen’s extensive experience in qualitative research will help you deliver critical consumer insights to set you on the path to brand success. Our techniques will uncover why individual consumers shop as they do across a whole range of occasions and provide you with a richer understanding of shopper behaviour and category dynamics in-store.
How we do it
Our qualitative professionals are drawn from a wide range of backgrounds–some with marketing and advertising experience, others from specialties such as psychology and linguistics—but all with a diverse range of skills and perspectives.
Using our cognitive shopper interviewing techniques we can reveal why shoppers do the things they do and help you:
- Uncover the factors that can be influenced to enhance or change behaviours.
- Identify the key attributes considered/used in store choice and in the navigation of categories in-store.
- Understand the impact of different in-store stimuli on purchase decisions.
- Create perceived category segmentation based on the shopper’s point of view.
Armed with this information, you can answer the following business issues to help with your category planning:
- How do shoppers define and segment the category?
- Where should the category be placed in-store and what other categories should be adjacent?
- How do shoppers interact with the category/products and how satisfying is the category shopping experience?
- How should the category be merchandised in-store?
- What are the most effective in-store marketing tactics for the category?